With each passing generation, we as agriculturalists find ourselves more and more distanced from our consumers. Dairy producer Brad Scott had the ultimate opportunity to open the doors of his farm during an episode of "Undercover Boss" that aired in late 2013. Scott, a fourth generation dairyman, farms with his brother and father less than 2 hours outside of Los Angeles, Calif.
"Lots of opportunities and threats come along with that location," Scott explained during his presentation at the Dairy Calf and Heifer Association's annual conference. "This area was once a hub of agriculture, but now there is a disconnect." For that reason, Scott has taken the approach that we need to connect with our consumers, not hide from them.
"Take the road where we can build that bridge," he said. "Let's not build those walls."
Scott's farm was part of the episode featuring Menchie's Frozen Yogurt. Milk from the Scott's farm goes to Menchie's, a frozen yogurt chain with 337 stores in 35 states and eight countries.
Scott explained that the intent of the show is for a CEO to go undercover to get a ground level view of his business. The president of Menchie's, businessman Amit Kleinberger, dressed up as a newly hired employee and went by the name of Alan.
"He's a marketer," Scott said of Kleinberger. "He's selling dairy products but doesn't really know anything about dairy."
During the episode, Kleinberger spent time working in a number of his Menchie's stores. He also spent one day at the farm shadowing herdsman Francisco, who emerged as the shining star of the episode. Viewers near and far were utterly impressed by Francisco's compassion for his job. When asked about why he is so passionate, Francisco replied, "That is my responsibility, and I do it with love."
A bull calf born during the episode was also a fan favorite, Scott said. Named Alan after Kleinberger's alter ego, that calf is now a steer. He stands at the feedline with a little twinkle in his eye like he knows he's something special, Scott said.
"Overall, the social media buzz was amazing," Scott said. He was appreciative for the chance to share positive aspects from his dairy farm, and he encouraged others to take advantage of unique ways to tell their story. "Consumer perceptions can be changed," he said.
If you haven't seen it yet, click here to view the Menchie's episode of "Undercover Boss."
The author is an associate editor and covers animal health, dairy housing and equipment, and nutrient management. She grew up on a dairy farm near Plymouth, Wis., and previously served as a University of Wisconsin agricultural extension agent. She received a master's degree from North Carolina State University and a bachelor's from University of Wisconsin-Madison.
